Retailers often chase simplicity, hoping that stripping out complexity will make operations leaner and easier to manage. But what if that pursuit of simplicity actually makes you weaker? In this episode, Oliver Banks explores why complexity — when managed well — can become one of the most powerful sources of competitive advantage. From omnichannel experiences to personalisation, expert service and innovation, discover how embracing complexity can help you stand out, build resilience, and make your business harder to copy.

Listen to this episode and:

• Understand the difference between good complexity and bad complexity.
• Discover how complexity acts as a moat that competitors can’t easily replicate.
• Learn how to manage and orchestrate complexity through operating model design and capability building.
• Explore why leaning into the “hard stuff” may be your best path to long-term competitive advantage.

Show notes at www.obandco.uk/341.